Case: Youth & Banks

“The bank comes with the mother’s milk”

That is a descriptive line in the study of “youth and banks” that Zapera completed recently. In a qualitative survey a bearing of young men and women’s attitude towards banks was taken.

“I have not chosen a bank myself, it was my parents who chose it when I was a child”, was one answer, which can symbolize the survey’s mood and content.

“I do not remember the last time I was inside the bank”, said another respondent. The Internet generation experiences banks as stiff and obsolete and associate them with long waiting and inconvenient opening hours.

The survey was conducted as a discussion forum online, where the respondents log in at an agreed-upon time and participate in a discussion lead by a moderator for about 1½ hours. Two groups of young people between 18 and 25 years old participated. The one group consisted of people working and the other one of students.

The advantages of a chat focus group are that the answers are quick and spontaneous. No one dominates the group. You are anonymous and it is easy to answer honestly. The spread of the participants is also even throughout the country.

Source: Understanding People, Issue 30, September 2008